Fillable Printable Swot Analysis Example
Fillable Printable Swot Analysis Example
Swot Analysis Example
Basic Analysis
Page 1
Competitive Analysis
[ ] This Competitive Comparison Matrix provides for a comparison of strengths and weaknesses for both you and your competitors.
Consider both direct and indirect competitors, inside and outside of your industry.
[ ] Replace the sample data in the unprotected cells in blue with your own information. You can change the Sales Years
referenced in cells A30 & A31, but do not change their purpose!
If you enter text in cells B-D31 & 32, the Percent Growth formula on Line 33 will result in an error.
Your Company Competitor 1
Company
[Company] [Company 1]
Market Perception
High price/expressive Conservative/mid price
Key Product
[Product Name] [Product Name1]
Percent of Total Sales
[x]% [x]%
Key Personnel
President/CEO/Owner
[Name] [Name]
VP Finance
[Name] [Name]
VP Marketing
[Name] [Name]
VP Sales
[Name] [Name]
VP Product Development
[Name] [Name]
Number of Employees
[x] [x]
Financial
How Held
[Private/Public] [Private/Public]
Shares Outstanding
[# of shares/na] [# of shares/na]
Recent Share Price
[Price per share/na] [Price per share/na]
Cash [if known]
[x] [x]
Venture Backed
[yes/no] [yes/no]
Lead Investors
[Investor's name] [Investor's name]
1994 Sales
$5,500,000 $7,500,000
1995 Sales (estimated)
$8,000,000 $9,000,000
Percent Growth
45% 20%
Sales, Distributorship and Pricing
Primary Channel Method
Reseller Reseller
Primary Price Point
[x] [x]
Discount Structure
50% Off @ wholesale 50% Off @ wholesale
Annual Quantity Sold
[x] [x]
Market Share Estimate
[x]% [x]%
Product/Service General Analysis
Their Products are:
Easy to use Difficult to install
Fulfills promises Cumbersome to use
Basic Analysis
Page 2
Subjective Qualitative Assessment
[ ] Grade activities on a scale of 1-5, with 5 being the strongest.
Market Acceptance
4 3
Merchandising
3 5
Packaging
4 4
Advertising Quality
5 4
Public Relations
3 3
Price
2 4
Product
4 4
Promotion
4 2
Product Acceptability
3 4
Probability of Future Threat
na 5
Trade-in Value
na na
Upgrades
2 2
Useful Life
4 4
Average Competitive Score
3 4
Basic Analysis
Page 3
[ ] This Competitive Comparison Matrix provides for a comparison of strengths and weaknesses for both you and your competitors.
[ ] Replace the sample data in the unprotected cells in blue with your own information. You can change the Sales Years
If you enter text in cells B-D31 & 32, the Percent Growth formula on Line 33 will result in an error.
Competitor 2
[Company 2]
Low prices/personal
[Product Name 2]
[x]%
[Name]
[Name]
[Name]
[Name]
[Name]
[x]
[Private/Public]
[# of shares/na]
[Price per share/na]
[x]
[yes/no]
[Investor's name]
$23,000,000
$5,000,000
-78%
Reseller
[x]
45% off @ wholesale
[x]
[x]%
Easy install
Includes uninstaller
Unattractive themes
Basic Analysis
Page 4
5
4
5
5
4
5
5
3
5
5
na
4
2
4
Value Chain Analysis
Page 5
Value Chain Activities and Cost
1. Manufacturing costs:
Direct production costs:
Raw material ingredients $0.00 $0.00
Direct labor 0.00 0.00
Salaries for nonunionized personnel 0.00 0.00
Packaging 0.00 0.00
Depreciation on plant and equipment 0.00 0.00
Subtotal $0.00 $0.00
Other expenses:
Advertising $0.00 $0.00
0.00 0.00
Interest 0.00 0.00
Research and development 0.00 0.00
Total manufacturing costs $0.00 $0.00
2. Manufacturer's operating profit $0.00 $0.00
3. Net selling price 0.00 0.00
4. Plus federal and state excise taxes paid by company 0.00 0.00
0.00 0.00
6. Average margin over manufacturer's cost 0.00 0.00
$0.00 $0.00
0.00 0.00
9. Average 20% retail markup over wholesale cost 0.00 0.00
10. Average price to consumer at retail $0.00 $0.00
Estimated
average cost
breakdown for
Company A
Estimated
average cost
breakdown for
Company B
Other marketing costs and general administrative
expenses
5. Gross manufacturer's selling price to
distributor/wholesaler
7. Average wholesale price charged to retailer (inclusive
of taxes in item 4 above but exclusive of other taxes)
8. Plus other assorted state and local taxes levied on
wholesle and retail sales
Situational Analysis
Page 6
COMPANY SITUATION ANALYSIS
1. Strategic Performance Indicators 19xv 19xw 19xx
Performance Indicator
Market share
0 0 0
Sales growth
0 0 0
Net profit margin
0 0 0
Return on equity investment
0 0 0
Other?
0 0 0
2. Internal Strengths
Internal Weaknesses
External Opportunities
External Threats
3. Competitive Strength Assessment
Rating scale: 1= Very weak; 10 = Very strong
Key Success Factor/Competitive Variable Weight Firm A Firm B Firm C
Quality/product performance
0.00 0 0 0
Reputation/image
0.00 0 0 0
Manufacturing capability
0.00 0 0 0
Technological skills
0.00 0 0 0
Dealer network
0.00 0 0 0
Marketing/advertising
0.00 0 0 0
Financial strength
0.00 0 0 0
Relative cost position
0.00 0 0 0
Customer service
0.00 0 0 0
Other?
0.00 0 0 0
Overall strength rating 0.00 0 0 0
4. Conclusions Concerning Competitive Position
5. Major Strategic Issues/Problems the Company Must Address
(Improving/slipping? Competitive
advantages/disadvantages
Situational Analysis
Page 7
19xy 19xz
0 0
0 0
0 0
0 0
0 0
Firm D Firm E
0 0
0 0
0 0
0 0
0 0
0 0
0 0
0 0
0 0
0 0
0 0
Industry Attractiveness
Page 8
INDUSTRY ATTRACTIVENESS FACTORS
Factor Weight Rating
Market size and projected growth
0.00 0.00
0.00
Seasonality and cyclical influences
0.00 0.00
0.00
Technological considerations
0.00 0.00
0.00
Intensity of competition
0.00 0.00
0.00
Emerging opportunities and threats
0.00 0.00
0.00
Capital requirements
0.00 0.00
0.00
Industry profitability
0.00 0.00
0.00
Social, political, regulatory, and environmental factors
0.00 0.00
0.00
Industry Attractiveness Rating 0.00 0.00
Weighted
Industry
Rating
Product Cost
Page 9
Costs of Leading Competitors
Brand or product Company 199x 199x - 1 199x - 2
Product 1 Company Name $0 $0 $0
Product 2 Company Name 0 0 0
Product 3 Company Name 0 0 0
Product 4 Company Name 0 0 0
Product 5 Company Name 0 0 0
Product 6 Company Name 0 0 0
Product 7 Company Name 0 0 0
Product 8 Company Name 0 0 0
Product 9 Company Name 0 0 0
Product 10 Company Name 0 0 0
Subtotal $0 $0 $0
All Others Company Name 0 0 0
TOTAL $0 $0 $0
Profits of Leading Competitors
Brand or product Company 199x 199x - 1 199x - 2
Product 1 Company Name $0 $0 $0
Product 2 Company Name 0 0 0
Product 3 Company Name 0 0 0
Product 4 Company Name 0 0 0
Product 5 Company Name 0 0 0
Product 6 Company Name 0 0 0
Product 7 Company Name 0 0 0
Product 8 Company Name 0 0 0
Product 9 Company Name 0 0 0
Product 10 Company Name 0 0 0
Subtotal $0 $0 $0
All Others Company Name 0 0 0
TOTAL $0 $0 $0
Product Cost
Page 10
199x - 3
$0
0
0
0
0
0
0
0
0
0
$0
0
$0
199x - 3
$0
0
0
0
0
0
0
0
0
0
$0
0
$0
SWOT Definitions
Page 11
strengths
Advantages of proposition?
Capabilities?
Competitive advantages?
USP's (unique selling points)?
Resources, Assets, People?
Experience, knowledge, data?
Financial reserves, likely returns?
Marketing - reach, distribution, awareness?
Innovative aspects?
Location and geographical?
Price, value, quality?
Accreditations, quali3cations, certi3cations?
Processes, systems, IT, communications?
Cultural, attitudinal, behavioural?
Management cover, succession?
